McDonald’s is expanding into advertising with McDonald’s Media Network, a business that sells ad space in its app and on ordering kiosks. The company hopes to build a $1 billion advertising business by using its customer data and digital channels to attract other brands, according to Adweek.
Speaking at an investor presentation, global chief marketing officer Morgan Flatley described the initiative as a way to generate additional revenue with limited extra costs. She said the company aims to do so without adding operational complexity or disrupting the customer experience.
The move gives McDonald’s another way to earn money from the technology customers use to order food. Its challenge will be making those advertising opportunities valuable to brands while keeping ordering simple and convenient.
